Entrepreneurial Marketing EM is a research field that grows dynamically and that seems to be heterogeneous. Heterogeneity of a research field exacerbates the orientation in and the advancement of the field. Therefore, this article strives to inventarize the EM-literature and thereby to identify key discussion lines of EM research.

Based on a comprehensive literature analysis, we first outline the history of EM research, and identify core authors and core journal Based on a citation analysis of 199 EM papers with a total of 6,222 references and an ensuing expert evaluation, we identify four key discussion lines: 1 theoretical foundations, 2 entrepreneurship-marketing interface, 3 new venture- and SME-marketing, and 4 EM in the sense of innovative, proactive and risk-oriented marketing. These four discussion lines and the respective literature constitute a framework for the advancement of EM research.